“You can capture the story as it happens and share it live with the masses,” says Dave Magnia, director of event solutions at Walmart. “Now you feel like you’re engaging in real time. When you add the social part of it, you can hear feedback from the audience. You can understand, ‘What does our audience feel? What are they saying?'”

How to involve a live audience. Hear about livestreamed events that included Sir Richard Branson, retired astronaut Chris Hadfield, and singer-songwriter Paloma Faith.

Ways to create a conversation. Enabling viewers to participate, react and comment drives reach and distribution.

Techniques for monetization. Learn about the Tyler Robinson Foundation’s Facebook Live fundraiser with the band Imagine Dragons.

Measurement tips. Livestreams can be tied to return on investment.

How to recycle your content. Its usefulness doesn’t end with the livecast.

“Driving eyes to the event doesn’t have to end the second that the game that you’re broadcasting ends,” says Joe Caporoso, vice president of social media for Whistle Sports. “Use all the footage that you streamed and now have rights to. Pull highlights. Do recaps. Find ways to keep the discussion going around it.”